If it bleeds, it promotes


The CW Network has teamed up with the American Red Cross and Alloy Media + Marketing to stage blood drives at more than 230 high schools and college campuses nationwide. As you’ve guessed, there is a connection to a new CW series.

The blood-themed promotion – “Starve a Vampire. Donate Blood” – is to build awareness of  “The Vampire Diaries,” which premieres Thursday, September 10th on the CW.

With specially branded “The Vampire Diaries” material, the blood drive initiative will be promoted in high schools and on college campuses through Alloy Media + Marketing’s nationwide media network, including high school display media and college newspapers. Brand ambassadors will also distribute flyers and other materials encouraging students to register in advance to participate in the blood drives.

During the blood drives, each location will feature themed “The Vampire Diaries” refreshment areas where students can refuel with special snacks.  Exclusive “The Vampire Diaries” footage will be featured on TV monitors.  Everyone who participates in the blood drives will walk away with special promotional items, including customized t-shirts.

The stars of The Vampire Diaries made a special visit to the blood drive at Georgia Tech this week to encourage students to donate blood.   

In addition, The CW and the American Red Cross will produce a public service announcement, promoting the need for blood donations that will feature the cast of “The Vampire Diaries.”  The PSA will air on Alloy Media + Marketing’s proprietary media platforms, including the Teen.com TV (www.teen.com) video network and the school-based news program, Channel One News.

“In teaming up with the American Red Cross and Alloy, we’ve created a national campaign for our new show ‘The Vampire Diaries’ that is creative, imaginative and at the same time, has the ability to save lives. Through these blood drives, we’ll be able to connect with students across the country promoting both a wonderful new show and an important cause,” said Rick Haskins, EVP, Marketing and Brand Strategy, The CW.

“The American Red Cross is excited to partner with The CW and Alloy Media + Marketing to promote the network’s new show, The Vampire Diaries. This is a great opportunity to engage the younger members of our communities in blood donation activities at participating high school and college campuses across the country,” said Stephanie Millian, spokesperson for the American Red Cross.